Offensiveness of Advertising with Violent Image Appeal: A Cross-Cultural Study

Waller, DS; Deshpande, S; Erdogan, BZ

Offensiveness of Advertising with Violent Image Appeal: A Cross-Cultural Study

Waller, DS

Deshpande, S Erdogan, BZ

Permalink

Publication Type:: Journal Article
Citation:: Journal of Promotion Management, 2013, 19 (4), pp. 400 - 417
Issue Date:: 2013-09-10

Closed Access

	Filename	Description	Size
	2012006710OK.pdf		169.98 kB	Adobe PDF	View/Open

Copyright Clearance Process

Recently Added
In Progress
Closed Access

This item is closed access and not available.

Full metadata record

Field	Value	Language
dc.contributor.author	Waller, DS https://orcid.org/0000-0002-4016-4275	en_US
dc.contributor.author	Deshpande, S	en_US
dc.contributor.author	Erdogan, BZ	en_US
dc.date.issued	2013-09-10	en_US
dc.identifier.citation	Journal of Promotion Management, 2013, 19 (4), pp. 400 - 417	en_US
dc.identifier.issn	1049-6491	en_US
dc.identifier.uri	http://hdl.handle.net/10453/26961
dc.description.abstract	Violent images are often used in advertisements to gain attention and sell products, resulting in complaints to regulatory bodies and concern regarding the effects of these potentially offensive advertisements on society. This paper presents the results of a survey of 930 university students from six countries to determine which personal and attitudinal variables have a significant influence on their attitudes toward advertisements with violent images. The results indicate that gender, country, intensity of religious beliefs, economic inclination, and products (social/political groups) produced the strongest reaction. These factors should be considered when advertisers run local or global campaigns with violent images. © 2013 Copyright Taylor and Francis Group, LLC.	en_US
dc.relation.ispartof	Journal of Promotion Management	en_US
dc.relation.isbasedon	10.1080/10496491.2013.817220	en_US
dc.subject.classification	Marketing	en_US
dc.title	Offensiveness of Advertising with Violent Image Appeal: A Cross-Cultural Study	en_US
dc.type	Journal Article
utslib.citation.volume	4	en_US
utslib.citation.volume	19	en_US
utslib.for	1505 Marketing	en_US
utslib.for	1503 Business and Management	en_US
utslib.for	2001 Communication and Media Studies	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	closed_access
pubs.issue	4	en_US
pubs.publication-status	Published	en_US
pubs.volume	19	en_US

Abstract:

Violent images are often used in advertisements to gain attention and sell products, resulting in complaints to regulatory bodies and concern regarding the effects of these potentially offensive advertisements on society. This paper presents the results of a survey of 930 university students from six countries to determine which personal and attitudinal variables have a significant influence on their attitudes toward advertisements with violent images. The results indicate that gender, country, intensity of religious beliefs, economic inclination, and products (social/political groups) produced the strongest reaction. These factors should be considered when advertisers run local or global campaigns with violent images. © 2013 Copyright Taylor and Francis Group, LLC.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/26961